What is Rednote? New TikTok Alternative Explained

Key takeaways

• Rednote has recently skyrocketed in popularity due to the temporary TikTok ban in the U.S. This sudden shift has accelerated its global growth, attracting a wave of new users, particularly from the United States.
• Monetization & Commerce: The platform is deeply integrated with e-commerce. Whether you’re a content creator or a business, Rednote offers direct monetization options—from in-app shops and affiliate links to livestream selling and sponsored content.
• Advertising Opportunities: Brands can tap into Rednote’s young, trend-conscious user base via native in-feed ads, search ads, and influencer collaborations. Successful campaigns demonstrate how brands—from emerging startups to global giants—can build awareness and drive sales through Rednote.
• AdSkill offers a full suite of services for advertisers, including premium agency accounts and dedicated support, helping you optimize ad spend and grow your brand on social media.

What is Rednote

Rednote is a hybrid social media and shopping platform that has been described as “China’s answer to Instagram” with a twist of Pinterest and Amazon. The name “Xiaohongshu” literally means “Little Red Book,” highlighting its origin as a community for sharing personal notes and recommendations.

On Rednote, users post photos, short videos, and written reviews about their daily lives—from makeup tips and skincare routines to travel diaries, fashion finds, home decor ideas, and restaurant reviews. What makes Rednote unique is its seamless integration of content and commerce: you don’t just browse content—you get actionable insights. Posts often feature product tags and links, allowing you to explore and purchase items instantly.

Rednote is designed as a lifestyle guide and social commerce space. Many users rely on it as a search engine for inspiration and product reviews—checking it before buying a new lipstick or planning a vacation to see real user feedback and recommendations. This focus on practical, community-driven content sets Rednote apart. Unlike traditional social media that centers around friend updates, Rednote curates your feed based on your interests, making it easy to discover valuable recommendations in a visually engaging Pinterest-like format.

Who owns Rednote

Rednote is owned by Xingyin Information Technology Co., Ltd., a Shanghai-based company. It was co-founded in 2013 by Qu Fang and Mao Wenchao as a shopping guide for Chinese tourists. It has since grown into a major social and e-commerce platform. Qu serves as president, and Mao as CEO, both remaining actively involved in its development.

Alibaba and Tencent—two of China’s largest internet companies—are shareholders, which underscores Rednote’s strategic importance in the social commerce space. Unlike TikTok’s parent ByteDance, Rednote remains an independent, fast-growing startup, shaping its platform with a strong focus on e-commerce and community-driven recommendations.

Rednote user demographics and statistics

Rednote’s explosive growth comes with impressive user statistics and a distinctive demographic profile. Understanding who uses Rednote and how they engage can help you contextualize the platform’s impact and guide content or marketing strategies.

User base size

As of January 2025, Rednote reportedly surpassed 350 million monthly active users. The vast majority of these users are in China, where Rednote has been a top social app for several years. By comparison, Rednote ranks among China’s most popular social networks, alongside WeChat, Weibo, and Douyin.

The platform’s user base saw a significant boost in late 2024 and early 2025 due to international interest. In just a short period, nearly 700,000 new U.S. users joined as TikTok faced a potential ban. This sudden influx pushed Rednote to #1 on the U.S. App Store download charts, indicating that its appeal can extend beyond its home market.

Demographic insights

The platform is female-dominated—surveys indicate that 70% of users are women. This contrasts with some other networks that have a more balanced or male-heavy audience. With a strong female user base, Rednote is a prime space for brands in beauty, fashion, and shopping to connect with engaged consumers who actively seek recommendations before making a purchase.

In terms of age, Rednote is a playground for the young. The majority of Rednote users are digitally savvy Gen Z (18-24) and young Millennials (25-34), making it a prime space for trend-driven engagement. While the platform skews younger, categories like parenting, home decor, and wellness attract an engaged audience in their 30s and 40s. Rednote thrives in major urban hubs like Shanghai, Beijing, and Guangzhou, where trend-conscious consumers drive viral discussions. It’s also expanding among overseas communities, making it a growing opportunity for global brands.

Rednote VS Tiktok

With Rednote’s surge in global popularity, many are comparing it to TikTok. Both are influential social apps originating from China, but they serve different user needs and experiences. Here’s how Rednote contrasts with TikTok in key areas:

• Content Format: While TikTok delivers short-form videos in a vertical swipe format, Rednote offers a more dynamic browsing experience—presenting a mix of videos, photos, and text posts in a grid layout that encourages your exploration. A TikTok user typically swipes video after video, whereas a Rednote user might stop to read a long caption, swipe through an image album, or watch a short clip, all within the same scroll. Rednote’s interface thus feels more like browsing an interactive magazine or a Pinterest board than watching a linear video stream.

• Purpose and Community: TikTok’s primary draw is entertainment and virality—its algorithm excels at surfacing catchy videos to keep users engaged. Rednote isn’t just for entertainment—it’s a powerful recommendation hub where you can discover products, read trusted reviews, and get real advice from like-minded users. In short, TikTok is about quick-hit content and trends, while Rednote fosters peer-to-peer recommendations and niche communities.

• Features and Commerce: TikTok has been adding shopping features (like in-app product links and shops), but Rednote launched with social commerce in its DNA. On Rednote, many posts feature product links or shopping bag icons that lead to items on its marketplace or external e-commerce sites. The platform also has built-in support for livestream commerce, where creators can demo products live and viewers can buy in real time. This makes Rednote particularly appealing for brands and retailers.

In terms of engagement, TikTok currently has higher global usage time and virality, but Rednote boasts high user trust and engagement in its niche. Many Rednote users treat the app as an indispensable part of their daily routine for advice and ideas. As Rednote’s international community grows, it may begin to see more TikTok-like viral moments, but its core identity as a curated, community-driven platform sets it apart.

At the same time, TikTok remains a dominant force in short-form content and advertising.

If you’re looking to launch and scale your TikTok ads effectively, our experts are here to help. We offer agency ad accounts and full campaign management to ensure smooth launches and maximum performance.

How to use Rednote

Whether you’re looking for inspiration, reviews, or a way to showcase your brand, Rednote makes it easy to explore, engage, and even monetize your content. Here’s a guide for getting started.

For Businesses

Rednote offers valuable opportunities for brands, retailers, and entrepreneurs. To use it effectively as a business, first establish an official presence. You can register an official brand account (which may require verification of your business credentials).

Once set up, you should populate your profile with a clear brand description, a logo or image, and perhaps a link to your website or online store.

Businesses on Rednote typically share content that aligns with the platform’s aesthetic and community focus—instead of overt ads, they post engaging lifestyle content featuring their products. For example, a cosmetics brand might post short tutorial videos using its makeup, or a fashion label might share user-generated photos of customers wearing its latest line.

For individuals

Explore trending content and dive into specific topics and creators that interest you. Interact with posts by liking, commenting, and saving them to curated collections for easy access later. As you engage, the app’s algorithm will learn your preferences and fine-tune your home feed to better match your interests.

Share your content and become part of the conversation. The more authentic and valuable your posts, the greater the chance they will resonate with Rednote’s community, helping you build meaningful connections and expand your reach.

Rednote monetization

Rednote isn’t just about sharing—it’s a place where creators and businesses can turn engagement into income. Whether you’re a brand or an influencer, there are multiple ways to monetize your presence:

• Content Seeding and KOL Marketing: Brands leverage Rednote’s ecosystem by sending free products to Key Opinion Leaders (KOLs), encouraging them to share posts—a strategy known as “content seeding.” Creators monetize by receiving products (and often payment), while brands generate buzz and drive sales. A successful campaign can result in hundreds of organic posts, providing invaluable exposure.

• Opening a Rednote Store: Verified businesses and some individual sellers can open an official store within Rednote, allowing users to browse and buy products without leaving the app. Payments are processed in-app, making it ideal for brands with physical products. A well-maintained storefront with clear photos, descriptions, and special discounts enhances conversions. Creators with their own product lines can also sell directly to their followers.

• Sponsored Posts: Rednote offers native ad formats that blend into user feeds, labeled as “Sponsored.” Brands pay for increased visibility, while creators earn by producing sponsored content. For example, a fitness influencer might showcase a workout using sponsored equipment, with the brand boosting the post’s reach. The best sponsored content blends naturally into the feed—offering value, engaging users, and ultimately driving real conversions for brands.

• Livestreaming: Rednote is expanding its livestreaming feature, allowing creators to showcase products and engage with fans in real time. Viewers can purchase featured items instantly or send virtual gifts, which can be converted into earnings. While more common among Chinese users, international creators are starting to explore live content. Hosting a Q&A or tutorial can boost engagement and drive sales.

Making money on Rednote is definitely feasible, especially if you approach it with a strategy. Brand collaborations and product sales offer the easiest entry points, aligning perfectly with Rednote’s shopping-driven ecosystem. As with any platform, growing a sizable and engaged audience is the precursor to significant earnings.

Those who can build trust and authority in a niche—be it clean beauty, tech gadgets, or travel hacks—will find monetization opportunities organically coming their way. Businesses, on the other hand, “make money” on Rednote by leveraging it as a sales and marketing channel—driving product sales, acquiring new customers, and increasing brand recognition among the app’s users.

Advertising on Rednote

As Rednote’s user base swells and engagement runs high, the platform has become an attractive arena for advertisers. Advertising on Rednote can take several forms, from official ad placements to influencer marketing campaigns. Here’s an overview of the advertising opportunities and how brands can leverage them.

Rednote advertising formats

Rednote offers two primary paid advertising formats that integrate with the user experience: In-Feed Ads and Search Ads.

In-Feed Ads: These native ads seamlessly integrate into users’ feeds, appearing like regular Rednote posts. They can feature a single image, a carousel of images, or a short video with a caption and a call-to-action (e.g., “Shop Now” or “Learn More”). For example, a fashion brand might run an in-feed ad showcasing a new collection, leading users directly to its Rednote store or product page. Since these ads blend naturally with user-generated content, they tend to perform well—especially when they are visually appealing, engaging, and relevant to users’ interests. Advertisers can refine targeting based on demographics, browsing behavior, and engagement with specific categories like beauty, fashion, or travel.

Search Ads: Users actively search Rednote for lifestyle and product recommendations, looking up topics like “best moisturizers for winter” or “Thailand travel guide.” Advertisers can bid on keywords to ensure their content appears at the top of search results, increasing visibility. A skincare brand, for example, might bid on “moisturizer” so that its ad is seen before organic posts, directly reaching users with high purchase intent. These ads often appear as promoted posts or videos that naturally introduce a product within useful content. By providing informative and engaging ad placements, brands can capture interested users at the moment they are searching for solutions.

Beyond these, Rednote sometimes offers special banners or pop-up ads for big campaigns, though these are less common and typically used for major promotions or by well-known brands due to their intrusive nature.

Advertising regulations and guidelines

Advertising on Rednote, especially for brands operating in China, must adhere to Chinese advertising laws and the platform’s own rules. Some key points to be mindful of:

1. Compliance with Regulations: Rednote advertising must follow local laws and platform rules. Ads should avoid politically sensitive topics, explicit content, or anything violating public morality. International brands should tailor campaigns accordingly, steering clear of restricted topics like cryptocurrency or foreign political discussions.
2. Truth in Advertising: Chinese advertising regulations emphasize authenticity, requiring truthful ads, especially in health, food, and cosmetics. Rednote encourages clear, honest language, avoiding terms like “the best,” “the most,” “luxury,” or “upscale” to maintain credibility. Users value genuine recommendations and practical advice over promotional claims.
3. Sponsored Content Disclosure: Influencers and brands must disclose paid partnerships using tags like “广告” (advertisement) or #ad. Proper disclosure ensures higher post visibility and trust within the community.
4. Ad Approval Process: Official ads undergo a review to ensure compliance with platform and legal standards. This includes verifying ad copy, landing pages, and ensuring content does not contain restricted phrases. Approval may take time, requiring patience and potential adjustments.
5. Global Advertising Considerations: As Rednote expands beyond China, international advertisers should balance cultural sensitivities. While lifestyle content like fashion, beauty, and travel is generally safe, brands should ensure messaging is universally appropriate and apolitical.

Successful advertising campaigns

Some brands have already cracked the code for Rednote advertising, running highly successful campaigns. A standout example is Florasis, a Chinese cosmetics brand known for its traditional aesthetic. Their strategy involved beautifully-crafted content produced in partnership with popular beauty influencers.

Another example is the success of many luxury and fashion brands on Rednote. Brands like Lancome and Gucci have run campaigns where they encourage users to create content (outfit posts, unboxing videos) with their products, essentially blending user-generated content with advertising. These brands often use Rednote’s influencer partnerships as part of advertising—by sponsoring posts from influential users.

How to create an account on Rednote

Getting started on Rednote is simple. Follow these 5 steps to create your Rednote account and join the community:

1. Download the App — Search for “Rednote” in the Apple App Store (iOS) or Google Play Store (Android). Ensure you download the official version.
2. Sign Up with Your Phone Number — Open the app, select your country code, and enter your mobile number for verification. Email-only sign-ups are not available.
3. Verify Your Account — Enter the SMS code sent to your phone to confirm your number and activate your account. If you don’t receive it, request a new code.
4. Set Up Your Profile — Choose a username, display name, and profile picture. Add an optional bio to introduce yourself or your brand.
5. Select Interests — Pick categories like Beauty, Fashion, Travel, or Fitness to personalize your feed. You can adjust these preferences later.

Following these steps will set up your Rednote account. Remember to abide by community guidelines when choosing a username and posting content.

Summary

For businesses, Rednote reinforces the power of social shopping and sets a model for blending content and commerce into an engaging experience. Balancing authenticity with innovation will be key—preserving its trust-based community while enhancing language support and content moderation to cater to diverse audiences. If executed well, Rednote could become as globally recognized as TikTok or Instagram, while inspiring competitors to adopt similar models in specific niches and regions.

With AdSkill’s experts, you can maximize ad efficiency and scale your brand across social media and e-commerce platforms. We use proven advertising strategies, offer agency accounts for media platforms, and provide comprehensive support at every stage—from strategy development to launching high-converting ad campaigns.